One of our favorite points to repeat is that consumers care less about personalization than value. This Zendesk report makes it yet again, finding that vastly more consumers say price (62%) and service (57%) make them feel loyal to a brand, than personalization and promotions (27%). In fact, 23% said they don’t want any personalization at all.
Mobile marketing attribution and ad fraud prevention AppsFlyer has raised a $210 million Series D, bringing total funding to $294 million. The system integrates with several thousand other products, opening the door to more than just analytics. In fact, they already provide audience segmentation, treading gently onto CDP turf.
Enough about money. Let’s worry instead about what we’ll do when privacy rules prevent us from targeting ads with individual data. GumGum’s got you covered, with a system that will automatically categorize content so you can match your ads to what people are reading. It will also avoid those awkward brand safety discussions when your ads appear in the wrong places.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.